Understanding the consumer decision
process is very important in advertising no matter what step the consumer is in
during the process. For example, advertising activates the consumer’s need that
they have to fulfill, which is the first, or problem recognition stage. During
the information search stage, advertising shows the consumer the information
about how to solve their problem. The next stage, evaluation of alternatives
shows the consumer the different brands or options they have to solve their
problem. I believe these three steps are the most important in advertising
because it leads up to where and who the consumer is going to buy the product
from. If a company advertises their product often and provides thorough
information as well as make their advertisements memorable, as long as the consumer liked the product, I believe that the
consumer will always think to buy their products to solve any of their needs.
The decision process is used in everyday purchases. Whether it is a simple purchase such as toothpaste, or a complex purchase such as a new car there is always some sort of thought process. With complex purchases a more involved decision process is used, and the consumer will reflect on their purchase and then decide if they made the right decision or not.
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